Indian telecom executive Abhinav Trivedi has travelled to remote villages and dealt with armed retailers in regions known more for bandits than their markets.

"We sold phone connections in areas where life moves at a snail's pace," says Mr Trivedi.

But business has been brisk.

His phone company boosted its revenues because of a rise in sales in these farming villages.

Experts say while the world economy is reeling under recession, India's continuing economic growth has been fuelled by its farm economy - Finance Minister Pranab Mukherjee has projected growth of "six percent plus" for the financial year to March 2010.

The jobs for work programme has put
money in the hands of villagers​

Major force

Government ministers believe the rural market will be a major driver for future growth.

Sunil Bharti Mittal, chairman of telecom company, Bharti Group, says people in rural India now aspire to buy all the good things their urban counterparts have enjoyed.

No wonder corporate India is now deploying some of its brighter recruits to conquer these hinterlands.

Experienced, dynamic and university educated professionals like Mr Trivedi are at the forefront of the campaign.

"What I learnt at management school was of no use in these areas. It's the field experience that counts," says Mr Trivedi, who was rewarded with international holidays for his efforts.

He says he met people who had never travelled outside their village, had never seen a train and using a mobile was something they found technically challenging.

​

"I told them there are just two buttons - one green (to receive a call) one red (to disconnect) - and that worked for them," says Mr Trivedi.

Close to 70% of India's billion-strong population live in villages.

Over the last decade or so, the reach of television has ensured exposure to a more prosperous urban lifestyle and companies are learning fast to tailor their products to meet these new demands.